Every form submission, in the person's own words, with where they came from. Label each one so tests are judged on good leads, not just more leads.
“My doctor referred me for post-surgery rehab. Do you direct bill Blue Cross?”
“Can I get sports injury physio before a wedding on the 20th?”
The AI labels every lead. “Needs review” means it was unsure, so a person decides; anyone can change any label. The AI reads the answers only, never names, emails or phone numbers.